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Stella Artois Cidre Apple is being launched on draught in the UK, while the brand is also being given a packaging refresh, owner Anheuser-Busch InBev has said. 

The original version of the brand will be made available to UK bars on draught this month, the company revealed yesterday (14 May). The format will be initially available to "selected premium on-trade outlets", A-B InBev said. 

The draught version will have the same 4.5% abv as the bottled format. 

During a presention to journalists in London yesterday (14 May), Phil Pick, A-B InBev UK's Stella Artois marketing manager, said: "We've seen how the expansion of the premium draught cider category has driven a lot of the growth (in the UK) over the last couple of years." The launch of Cidre on draught was "an opporunity to capitalise" on that growth, he added. 

A-B InBev has also re-designed the packaging for its three-strong Cidre line-up. A raspberry variant is also being launched this month, on top of the original apple format and pear.

Heineken's Strongbow brand accounted for a quarter (24%) of all UK off-trade cider sales by value in 2012, while Stella Cidre accounted for 6% of off-trade sales, according to Mintel